Private Client Campaign
Jun 29, 2018
Seeing the whole picture—up close and from afar.
An integrated brand and digital campaign introducing Cambridge Associates’ Private Clients practice area—bridging data, design, and storytelling to reveal the depth and diversity of client portfolios.
Overview
Cambridge Associates sought to increase awareness and lead generation for its Private Clients practice. The design team was tasked with developing a cohesive campaign—anchored by a CRM-connected landing page and coordinated email series—that visually expressed the firm’s unique investment perspective: both detailed and panoramic.
Through data-driven storytelling and a new photography system pairing micro and macro imagery, we reinforced the value proposition of personalized yet globally informed portfolio management.
Goals
Introduce prospective clients to the Private Clients practice area
Create a cohesive email and landing page experience integrated into CRM
Establish a measurement framework with analytics dashboards to track open, click, and conversion metrics
Utilize micro/macro photography pairings to visualize the firm’s dual-lens approach to portfolio evaluation
Discovery
During the design kickoff, three key insights shaped the strategy:
Quantify credibility. Prospective clients needed concrete numbers—data points that convey the depth and performance of CA’s services.
Visualize diversity. A chart or infographic could quickly communicate the range of client portfolio sizes and types.
Leverage thought leadership. Integrating curated “Insights” ensured that relevant publications and research reinforced CA’s expertise for this audience.
Analytics requirements were also defined early, allowing us to benchmark campaign performance against standard traffic patterns and prior campaigns.
Implementation
We developed wireframes for both the email and the new landing page, modeled after the Endowments & Foundations experience to maintain consistency across service lines.
Visual hierarchy: Large numeric callouts, concise content blocks, and custom illustrations organized information into digestible segments.
Data visualization: A bubble chart highlighted the diversity of client portfolios, supported by a “Facts & Figures” block reinforcing trust through transparency.
Brand alignment: Layout patterns, typography, and content rhythm mirrored other CA practice pages for a unified brand system.
Analytics setup: Event tracking and conversion goals were embedded directly into the dashboard to measure real-time campaign effectiveness.
Results
Month 1
Email open rate: 51.0%
Click-through rate: 10.2%
Landing page form completion: 32.8%
Month 2
Email open rate: 45.4%
Click-through rate: 12.5%
Landing page form completion: 35.7%
Metrics Callout
📈 +9% increase in conversion rate month-over-month
💬 Click-through rate improved by 22% between campaigns
🎯 Consistent open rate above industry benchmark for wealth management
Campaign landing page desktop design:
